How to Keep Writing Your Email Newsletter
A dive into different newsletter types and features for new newsletter operators
If you're a service-based or a creative online entrepreneur, chances are that you've heard all about the benefits of having and growing your own email list.
The benefits are plenty, but the application itself is not as straightforward, unfortunately. What happens after you manage to cross the threshold into the ownership and operation of an email newsletter? What do you, as the business owner, write about to your subscribers to keep them engaged? Just how do you go about ensuring that you stay at the top of their minds when you publish (or schedule) your email blasts and campaigns?
Types of Newsletters
It would benefit you first to gain clarity around the different types of email newsletters there are, so that you may then envision which of these types your own newsletter may align with. You might even be the operator of an email newsletter that occupies more than a single type, like I myself am. And I admit that it's a joy to blend the purposes together into an all-new, multi-faceted product that appeals to a wider audience. Consider this list of different types of newsletters that you will find in the creative and service-provider online business space as you search for the inspiration to realize your own ideas for a newsletter:
💌 Promotional Newsletter
These newsletters are where the writer shares exclusive offers, new services, or special promotions. Whether it’s opening new client slots, launching a new service, or offering a limited-time discount, these are the emails that allow you take advantage of opportunities to work together with the business owner. It's all about them inviting you into what’s next.
💌 Personal Updates Newsletter
This type of newsletter is more like a personal letter from the writer to you as the reader. It’s where the writer gets to share stories, thoughts, and reflections on life, work, and everything in between. I find this style the most authentic because it feels like having a coffee chat or catching up. It’s casual but still full of value and insight as the writer takes you along their journey as a business owner and human being trying to make sense of it all.
💌 Curated Resources Newsletter
Sometimes, you don’t need new ideas—you just need the right resources. That’s where this newsletter comes in. The writer pulls together some of the best tools, articles, podcasts, or videos that they find valuable to you as their audience. Think of it like a 'must-read' list that saves you time by delivering what’s actually worth your attention.
💌 Educational/How-To Newsletter
In this type of newsletter, it's all about giving you step-by-step guidance on something that can make a real difference in your business or life. Whether it’s implementing new systems, organizing your operations, or improving work-life balance, these newsletters are actionable and meant to teach you something valuable that you can apply right away.
💌 Content Update Newsletter
With these newsletters, you are kept in the loop on new podcast episodes, blog posts, or Substack updates. It’s the place where the writer makes sure you don’t miss out on any of the fresh content that's been created. They also might highlight special guests, key takeaways, or behind-the-scenes stories from the process of creating that content.
💌 Community Engagement Newsletter
This is where YOU are asked to participate. Whether it’s inviting you to co-working sessions, requesting feedback, or encouraging you to engage with posts, these newsletters are all about fostering connection within the writer's community. It’s interactive and focused on bringing you all together to share insights, experiences, and encouragement.
You'll see from the descriptions (and from my past emails) that my particular newsletter assumes several of these types at different times. This is a great option if you are wanting to keep your entire experience as a business owner relevant in regard to sharing about it inside of your newsletter.
Newsletter Features
Now that you have a clear understanding of the different types of value that each of the above types of newsletters can provide to readers, you may progress to compiling the actual content that goes inside of the newsletter. For the sake of always having a ready topic to write about, I'll be discussing recurring newsletter features that may be released with any or every issue appropriately.
Recurring features can serve as an anchor of a topic to write about for a newsletter owner in the case that they have run out of all other ideas. You can present the same feature regularly while keeping the content fresh as a mechanism to sustain your email newsletter through many editions. Let's look at a few example features that you might draw inspiration from:
➡️ Client Case Studies
Showcase a recent project or collaboration where you helped a client achieve success. This feature highlights the transformation your service provided and can inspire your audience while showcasing your expertise in action.
➡️ Behind-the-Scenes of Your Business
Give your audience a sneak peek into what it’s like running your business. Share updates about your workflow, challenges you’ve faced, or improvements you’re making. This feature brings authenticity and transparency, showing the human side of your work.
➡️ Personal Reflections and Insights
Discuss your journey as an entrepreneur, touching on your growth, challenges, and lessons learned. It helps you connect with your audience on a personal level, showing that you understand their struggles because you’ve been there too.
➡️ Q&A Sessions
Invite your audience to ask questions, and feature your responses in a dedicated email. It’s a great way to engage your community while offering personalized advice. You can also highlight common challenges your clients face and how you address them.
➡️ Content Roundups
Provide a curated list of your recent content—blog posts, podcast episodes, or social media highlights. This helps ensure that your audience doesn’t miss any of your valuable insights and content.
➡️ Business Tools You’re Loving Right Now
Highlight any new business tools, software, or resources you’ve started using. Share how they’ve improved your workflow or productivity. Your audience will appreciate these insights, especially if they’re looking for ways to streamline their own businesses.
Including regular features like these in your email newsletter can provide a mix of educational value, personal connection, and actionable takeaways for your subscribers. This helps keep your content fresh, engaging, and relevant to their needs.
Your email newsletter can be more than just a tool to announce your latest updates—it can be a powerful platform to foster connection, share insights, and provide real value to your audience.
By intentionally blending different types of newsletters and recurring features, you can create an experience that keeps your subscribers eagerly anticipating your emails.
Your newsletter should be a reflection of your journey as a creative or service-based entrepreneur. Whether you’re sharing personal reflections, client success stories, or the latest tools you're using, make sure this aligns with your overall mission and always adds value to your readers' lives. Over time, your newsletter can become more than just a marketing tool. It can grow to become a resource and community hub where your subscribers feel connected, inspired, and supported.
So, as you move forward, consider how you might experiment with these different types of newsletters and newsletter features to bring about your desired results. Keep your audience's needs in mind and remember that your newsletter is a living, evolving part of your business. Remain flexible, listen to your audience's feedback, and most importantly—enjoy the process!
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